If you have been around survey research for any length of time you
have come across the ubiquitous Likert scale. But, do you ever
wonder what the Likert scale really is? This question format and
its strongly agree to strongly disagree framework is a staple for
in the pantry of questions we use on...read more

Hey there…have you heard of me? In consumer and B2B market research
circles we are often asked to assess market awareness and/or
familiarity with brands, products and spokespeople or causes. These
two related, but separate constructs, represent the first steps on
the pathway from prospect to...read more

There comes a time when all researchers have a bad day and craft a
questionnaire that misses the mark. This can come in the form of a
poorly worded question or logic that skips respondents off into the
universe. To help mitigate these moments place a sticky note beside
your monitor that reminds you...read more

The old school for ad testing involved bringing large numbers of
people of various demographics together and showing them ads
embedded in pilot television show. This was coupled with two
surveys, a pre-exposure survey and a post-test assessment following
the programming and ad exposure. Enter the...read more

Scales in market research share a similar purpose with those
devices found in bathrooms, gyms and doctors offices. They are both
designed to measure. In one case it may be our physical weight,
while in the other it may be the importance of an attribute or
attitude. In the context of B2B and consumer...read more

Where to begin is a question frequently heard in market research.
Yet, when it comes to survey design this question cannot be asked
often enough. A particular example that has significant
ramifications on satisfaction scores is where to start the scale?
There is a significant body of research around...read more

Much of the change in the market research industry revolves around
moving data collection online. Tools such as Cvent are excellent at
collecting survey data interactively, yet they are also capable of
producing easy to read print surveys. Why in this day of the
Internet would you want to print and...read more

Polls have been used to try and predict the outcome of important
political races for centuries. The first poll was a modest straw
poll conducted by the Harrisburg Pennsylvanian newspaper in attempt
to determine the 1824 presidential election. Today, as we approach
the 2014 mid-term elections, our...read more

How as market researchers can we help our brethren in marketing,
sales and product development assess whether or not our price in
the ballpark? There are numerous ways to test price including
market experiments designed to measure elasticity up through
several survey-based techniques. A key question...read more

Survey Innovation Series Part 1 It used to be that paper and
postcard surveys were the way to go for gathering event feedback.
The challenge with this approach? Receiving attendee feedback after
the fact when the excitement has worn down and specific details are
faded from memory. These days, thanks...read more